Video: Gabrielle Chanel Fragrance

©Screenshot Chanel Video

Chanel’s campaign film with Kristen Stewart for its new fragrance, Gabrielle Chanel, celebrates modern femininity

Chanel fragrances are true classics – like Chanel No. 5, which Marilyn Monroe once claimed was the only thing she wore to bed. Now a new scent is joining the collection: Gabrielle Chanel, which was Chanels name before she simply became known as Coco. Its launch during Haute Couture week in Paris caused a small sensation, by the way: It is the first new Chanel perfume in 15 years.

The face of Gabrielle Chanel is one that’s become known as a long-time friend of the fashion house: Hollywood actress Kristen Stewart, muse of Karl Lagerfeld, who’s already seen in many of the brand’s campaigns. She also played a young Coco Chanel in Lagerfeld’s 2015 short film Once and Forever – very worth watching! Chanel says that Stewart was chosen for the new fragrance largely because of her strong and independent personality. And, as a matter of fact, it’s not just her films that immediately spring to mind when you think about the 27-year-old actress, but also how she flouts convention – in regards to her sexuality, for example.

The campaign film for Gabrielle Chanel, directed by British director Ringan Ledwidge, is also all about modern femininity, self-confidence, and independence: In the one-minute long, energetic work, Kristen Stewart aka Gabrielle dances herself free from the confines of a cocoon and jumps through spraying showers of sparks until she finally breaks through a wall made of Chanel bottles. Nothing less than perfect freedom is waiting for her on the other side – Naughty Boy’s song Runnin’ featuring Beyoncé plays in the background.  “Referring to a specific person, and even more so to Gabrielle Chanel, is new for Chanel,” explains Thomas du Pré de Saint-Maur, head of global resources for Chanel Fragrance & Beauty und Fine Watches & Jewelry. “Instead of retracing her life, we chose to put the spotlight on her free and rebel-at-heart personality. In my view, this quality is more difficult to find and yet all the more necessary today. Being yourself and remaining true to yourself are qualities that Gabrielle Chanel passed on to us.” A strong message, and one we should remember more often.

Further information on the product can be found Chanel’s website here.

Translation: Melissa Frost